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Smart Ads, Real Results

Runyan J: Smart Ads, Real Results

Your Guide to Paid Advertising

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

An Interdisciplinary Approach to Marketing Successful Brands

Strategic Brand Management and Development

Lamb/Hair/McDaniel's "MKTG," 15th Edition helps you connect marketing to everyday experiences, strategic business decisions, and the surrounding marketplace. Supported by a clear, concise writing style and organized structure, this edition guides you through essential marketing concepts, providing relevant real-world examples and practical applications that make core concepts easier to apply With enhanced coverage of timely topics, including artificial intelligence, digital marketing, emerging social and cultural trends, and evolving marketplace dynamics, "MKTG," 15th Edition gives you a greater understanding of the forces shaping modern marketing practices.

Mktg

Connect creator-driven influence with commerce media for full-funnel customer activation In Creator Marketing &amp; Commerce Media: How Creators Can Build Brands and Drive Sales, Frank Dudley, a faculty member at Northwestern University and the University of Pennsylvania and the first Director of the IAB, connects two disciplines that have traditionally operated in silos. With the creator economy projected to approach $500 billion and US commerce media and spend expected to reach $118 billion by 2030, this book shows how content, influence and commerce converge to guide customers from awareness to advocacy.&nbsp; The book introduces four original frameworks. The Customer Choice Journey maps the eight decision stages customers actually move through, and the Six Loops show how leading brands run that journey as a continuous system. The Brand-Creator-Retailer Triangle aligns the three partners who shape every purchase, and The Edge identifies the six creator behaviors that decide whether a campaign delivers. Real-world examples include MrBeast's expansion from YouTube into Feastables, Fenty Beauty and CeraVe building trust through creator partnerships, and Walmart Connect's integration of first-party data with off-site campaigns to drive measurable results.&nbsp; Readers will also discover: <ul> <li>Ready-to-use tools, including creator brief and commerce media activation brief templates, the Hook to Proof to CTA mesasging framework, and an ambassador performance scorecard.&nbsp; </li> <li>How retail media networks, TikTok Shop, connected TV, and digital out-of-home advertising amplify creator influence where purchase decisions happen</li> <li>How AI is reshaping creator discovery, content, targeting, and budget planning&nbsp;</li> <li>Methods to measure and defend creator marketing ROI with multi-touch attribution and marketing mix modeling&nbsp;</li> <li>Compliance guidance for the US, EU, China, India, Singapore, and Brazil&nbsp;</li> <li>Case studies from four continents, including Vessi, Perfect Dairy, Duolingo, Gymshark, and Salesforce, spanning both B2C and B2B.&nbsp;</li> </ul> Written for marketers, brand strategists, agency professionals, and advanced undergraduate, graduate, and executive students in marketing and media programs, this book delivers the frameworks and tools that connect creator marketing and commerce media to real business results.&nbsp;

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

WSPC (US)

SERVICES MARKETING (10TH ED)

The Proven One-Page Messaging Plan for Attracting Customers and Closing Sales

The Storybrand Your Business Field Guide

This book summarizes the 'rules of the service game' and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the 'rules of the game' they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important 'rules of the game' on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

Insights from a Luxury Brand Expert

The Art of Customer Relations

See how marketing shapes the brands, products, and experiences you encounter every day. Pride and Ferrell's "Marketing," 22nd Edition helps you build real-world marketing skills through engaging examples, current trends, and hands-on activities. Explore topics such as AI, digital and global marketing, social media, and sustainability while learning how businesses connect with customers and solve marketplace challenges. Interactive cases, career-focused features, and Marketing Plan in Action activities help you apply what you learn and develop the critical-thinking, communication, and problem-solving skills employers value. With Cengage's learning platform, MindTap, you'll benefit from guided AI-powered support, interactive learning tools, video-based assignments, and real-time feedback -- making it easier to understand concepts, stay engaged, and prepare for success in your coursework and future career.

Marketing

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization.In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact.Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy.You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams - Evaluate vendors and technology for strategic marketing investmentSupported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale.Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

A 7-Step Model for Visionary Marketing Strategy, Innovation, and Business Growth

The PIVOTAL Framework

The average independent restaurant in the United States squeaks by with single-digit profit margins, while the larger groups and chains enjoy much healthier returns. So, what if someone could teach these smaller owners and operators how to prop up the same systems the big brands use? What if someone could show them how to generate consistent, predictable 20% profits? It would be life-changing. In this book, Chip Klose leverages an MBA in food marketing, plus his twenty-five years of operational experience, to pass on all that he has learned to help restaurant owners everywhere make the kind of money they deserve. Inside these pages, you'll find dozens of playbooks that can be put into practice immediately. Implementing just a few of these will make a meaningful difference in the bottom line. This book is for anyone who looks out at a busy dining room and can't understand why they're still not making money. The secret to success can be found in the pages that follow.

The Restaurant Profit Playbook: A Comprehensive Guide to Building a Successful Business That Scales

A fascinating examination of how wellness influencers have shaped a booming global industry--and why we should take their cultural power seriously.Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself--and why so many of us are eager to follow their lead.

How Social Media Influencers Transformed an Industry

In Search of Wellness

Smart Ads, Real Results

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